National Newspaper Readership Up By 4.7%

National Newspaper Readership Up By 4.7%
SHARE
THIS



National newspapers are leading the growth in news media audiences, with print readership rising by 4.7 per cent year on year.

The results are according to the latest emma (Enhanced Media Metrics Australia) data for March 2018, the first from the new strategic collaboration between The Readership Works, Nielsen and Ipsos.

Released today, the emma data also shows that digital audiences, who consume news media on devices such as smartphones, tablets and laptops, continue to grow, up 3.8 per cent to 13.5 million.

Total cross-platform readership for Australia’s news media sector remained stable in March, reaching 16.5 million or 90 per cent of the population (aged 14+).

Printed newspapers are read by 12.4m each month, or two-thirds of Australians.

Metro newspapers were read by 10.2 million people, or 56 per cent of consumers, over the same period. Regional and community news media brands are read by more than one-third of the population (35 per cent), or 6.4 million people.

The growth in news media continues to reflect the increasing recognition by Australians that news brands offer the most trustworthy and credible content.

This is the first emma data to come from Nielsen, announced last month.

Under the new arrangement, Nielsen leads the fusion process that brings together the emma accredited print readership data from Ipsos and Nielsen’s digital audience data, to deliver a total audience readership.

Nielsen Consumer & Media View (CMV) will also be fused to the emma Cross Platform data for the first time to provide critical product data.

This ensures the continuity of emma data, with no trend break.

NewsMediaWorks CEO Peter Miller said, “emma’s strategic collaboration with Nielsen and Ipsos reinforces the robust, transparent and independently audited readership currency metric for advertisers and media agencies, as advertisers become even more focused on trusted, brand safe environments for their campaigns.

“Meanwhile, Facebook has purged 583 million fake accounts in the first quarter of 2018, which is around 25 per cent of its self-claimed monthly audience of 2.1 billion.

“Whilst trust is back in vogue, it’s never gone out of fashion for credible journalism and proper news brands, reflected in the ADTRUST Galaxy Research study that reveals news media as the most trusted media for consumers for both content and ads of any channel.

“Perhaps this news is enough to stimulate some advertiser discussions and whether they might be better off directing 25 per cent of their advertising budgets to more trustworthy media channels.”

The Sydney Morning Herald is Australia’s highest-reaching title across all platforms with 4.75 million readers.TheDaily Telegraph followed, reaching 4 million readers and theHerald Sun on 3.95 million (see table below). 

emma cross platform readership (000s, last four weeks) emma March 18
Sydney Morning Herald / smh.com.au 4750
Daily Telegraph / dailytelegraph.com.au 4003
Herald Sun / heraldsun.com.au 3954
The Australian / theaustralian.com.au 3296
The Age / theage.com.au 2920
Courier-Mail / couriermail.com.au 2431
Financial Review / afr.com.au 1979
West Australian / thewest.com.au 1766
Sunday Times / perthnow.com.au 1476
Adelaide Advertiser / AdelaideNow.com.au 1394
Canberra Times / canberratimes.com.au 748
Newcastle Herald / theherald.com.au 652
Gold Coast Bulletin / goldcoastbulletin.com.au 433
Sunshine Coast Daily / sunshinecoastdaily.com.au 386
Mercury (Tas) / themercury.com.au 347

Please login with linkedin to comment

EMMA

Latest News

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels
  • Advertising
  • Media

New Report Calls Out Australian Media & PR Agencies For Promoting Fossil Fuels

A new global report on the damaging effects of promoting fossil fuels has singled out Australia as being uniquely compromised by agencies lobbying for oil, gas and coal. The joint study by Australian organisations Comms Declare and Clean Creatives lists the 90 advertising, marketing and PR agencies that have hampered cuts to greenhouse gas emissions […]

by B&T Magazine

B&T Magazine
72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]

Are You Paying Too Much In Search Marketing?
  • Partner Content

Are You Paying Too Much In Search Marketing?

Are you paying too much for search marketing? Discover the awful truth here. Or, alternatively, look at the invoice.

Partner Content

by B&T Magazine

B&T Magazine
Nine APAC Finalists In One Club’s Young Guns 19 Competition
  • Advertising

Nine APAC Finalists In One Club’s Young Guns 19 Competition

Nine creatives from APAC are among the 94 finalists from 27 countries in The One Club for Creativity’s prestigious Young Guns 19 competition, celebrating international creative professionals age 30 or younger. The finalists from APAC are: Hiu Ching Kung, graphic designer, Hong Kong Lam Ieong Kun, graphic designer, illustrator, indego design, Macau Raxenne Maniquiz, graphic designer, illustrator, Santa Maria (Philippines) Kiyotaka […]

Adflow’s Regional OOH Coverage Expands By 60%
  • Media

Adflow’s Regional OOH Coverage Expands By 60%

OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion
  • Technology

Freshworks Starts Trading On Nasdaq, Valued at $13.7 Billion

Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion  (US$10B). Freshworks, which was founded in India, has strong roots […]

SLIK Announces Four New Key Hires
  • Marketing
  • Media

SLIK Announces Four New Key Hires

Independent creative agency, SLIK, has made significant changes to its full service creative offering with four hires across management, creative and production.

How Retailers Can Maximise Their Results This Sales Season
  • Marketing
  • Technology

How Retailers Can Maximise Their Results This Sales Season

Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]